Pèsepsyon a nan sa ki maketing sou entènèt Ta dwe be differs from company to company. We have clients who are very content with simply having a nice brochure site so that they can check off their marketing list that they have a pretty site. It's an unfortunate viewpoint, but some still struggle with understanding the interactive nature of the web and they continue to lean on their tried and true tradisyonèl marketing strategies. I'd like to throw out an analogy that I've been thinking about for some time – bringing us back to the information superhighway analogy.
Estrateji maketing sou entènèt ou kapab yon siyen, Ki se yon sòti oswa yon destinasyon pou kandida ak kliyan. Chak estrateji gen depans pwòp li yo ak benefis yo. Siy la mande pou resous minimòm epi li bay yon repons minim. Sòti a egzije plis. Destinasyon an byen anpil. Ki jan ou ka deside ki estrateji ou ye?
To provide color to this example, let's say I'm going to purchase and install a Philips 55″ HDTV. So, I do some research on the products and information to make a good purchase, and learn how to set it up and operate it.
Philips: Siyen an
Sit wèb Philips se yon Siyen. Devoid of any pricing or information on where to purchase, what accessories to use, or videos on how to use the product – this website is simply a digital brochure. While it's a beautifully designed website, there's barely any activity. In fact, only 4 people have reviewed the product… with some negative reviews. The page actually is broken, too… stating there are 0 reviews when there are actually 4.
Newegg: Sòti a
In addition to the technical specifications you find on Philips, Newegg offers the opportunity to purchase, look at similar products, and see reviews (although there aren't any). If Newegg's price, shipping and return policy is good – this is where you exit. If not, you get back on the road and look for another place to find the information or make the purchase.
CNET: Destinasyon an
One look at the search results and you can tell which company has put more into their search engine optimization. CNET's entry has rich snippets for reviews and pricing, as well as authorship enabled:
Paj revizyon an pwofondè e enkwayab ... ak yon revizyon CNET, revize itilizatè, kòmantè itilizatè, kapasite pou swiv chanjman nan paj la, yon videyo, direksyon sou itilizasyon, gwo twou san fon entegrasyon sosyal (avèk anpil entèraksyon), tòn imaj ki gen ladan sistèm nan meni, plizyè opsyon sou ki kote yo achte, prix aktyèl, yon rezime nan revizyon an, konparezon ak lòt mak, karakteristik teknik (byen pi lwen pase sit la Philips!) nan adisyon a revizyon an detaye pa yon otè yo te rele ak yon foto ak biyografi .
While you can't actually make the purchase on CNET, this is the destination site. People may jump from this site to click the purchase button on Amazon or somewhere else, but this was where they found the information they needed and where they'll return the next time.
Pi bon Achte: echèk la
Best Buy doesn't care whether you bought the product or not… they're only after new sales. So – forget the fact that I have a Best Buy Rewards card and that I may want to find additional information on the purchase I made at your store. No soup for you.
Philips te kapab bati yon paj etonan - ak videyo, enstriksyon, Pwodwi pou Telefòn, ak revizyon endepandan pa lidè endistri yo. Oswa yo te kapab òganize lòt sit ak revizyon sou paj la. Petèt karakteristik ki pi kaptivan ki manke a se kapasite nan tou senpleman wè prix, epi klike sou yo achte sou plòg ki ap pote pwodwi a.
Si CNET ka pwofitab pa repoze sou anons ak afilye revni, siman sit sa yo pi wo a ta ka amelyore paj yo akomode tout karakteristik yo ak kontni ki nesesè yo dwe yon sit destinasyon.
How would you rebuild your site to ensure it's a destination for visitors who are researching or making a purchase in your industry? I think too many companies look at themselves as an exit and they look to match or beat their competition by being a pi bon sòti. Poukisa ou pa destinasyon an?